Striving for customer service excellence in the digital age

The digital revolution has unleashed many opportunities, so why can't we get customer service right? Mark Samuels takes a look

CIOs and their executive peers recognise great IT is all about understanding, and meeting, customer demand. So, why is customer experience so patchy in the digital age?

For many, however, the dream scenario is more like a nightmare.

One explanation is the complex nature of customer interactions. The face-to-face sales channel used to be the main, if not only, means to communicate with customers. Now, there are multiple offline and online channels, including telephone, online and mobile.

Organisations like to talk about being omni' and servicing customers successfully across multiple channels. The dream scenario sees a customer enquiry tracked and traced, from initial online research, to a chat with a telesales representative and on to order completion, possibly in a high street location.

For many, however, the dream scenario is more like a nightmare. People regularly complain about the inability of NHS bodies to pass information about health complaints from one system and health authority to another. The lack of linkage can result in patients having multiple x-rays and blood tests, wasting time and money.

But the lack of integration is not confined to the public sector. Start an order online, move to another channel, and it is still rare for a business to be able to track and trace your preferences. 

Featured Resources

The ultimate law enforcement agency guide to going mobile

Best practices for implementing a mobile device program

Free download

The business value of Red Hat OpenShift

Platform cost savings, ROI, and the challenges and opportunities of Red Hat OpenShift

Free download

Managing security and risk across the IT supply chain: A practical approach

Best practices for IT supply chain security

Free download

Digital remote monitoring and dispatch services’ impact on edge computing and data centres

Seven trends redefining remote monitoring and field service dispatch service requirements

Free download

Recommended

The IT Pro Podcast: 100 years of innovation
Technology

The IT Pro Podcast: 100 years of innovation

1 Oct 2021
Auto sector could lose $210 billion this year due to chip shortages
Hardware

Auto sector could lose $210 billion this year due to chip shortages

24 Sep 2021
The IT Pro Podcast: Bringing space tech down to earth
Technology

The IT Pro Podcast: Bringing space tech down to earth

21 May 2021
The IT Pro Podcast: What makes a Silicon Valley CEO? (Part Two)
chief executive officer (CEO)

The IT Pro Podcast: What makes a Silicon Valley CEO? (Part Two)

16 Apr 2021

Most Popular

Alibaba unveils custom Arm-based server chip
components

Alibaba unveils custom Arm-based server chip

19 Oct 2021
What is cyber warfare?
Security

What is cyber warfare?

15 Oct 2021
Windows 11 has problems with Oracle VirtualBox
Microsoft Windows

Windows 11 has problems with Oracle VirtualBox

5 Oct 2021